S ocial media is the perfect venue for marketing entertainment properties and other types of content. This is where people go to talk about what they like, and to learn what their friends like that they may also be interested in. What better place to suggest a

new show or movie? Combined with the fact that marketers can target

specific, expressed interests and deliver video natively hosted right in the

middle of the content and social media becomes a powerful channel for

entertainment and content marketers.

However, to make the most of the opportunity, marketers still need a

strategic approach that leverages all of the available tools. Over the past

five years, CitizenNet has built deep expertise in the Entertainment ver-

tical, working with a wide range of marketers covering a wide range of

objectives. In the first half of 2015 CitizenNet marketed 15 Top Earning

Box Office Movies - more than half of all weekends. This guide distills

this expertise and shares our strategies in a practical and applicable way.

When people ask me if i went to film school, I tell them, No. I went to films.

-Quentin Tarantino Oscar-winning screenwriter

Patented technology for Social Media Advertising 4.

[BEFORE THE CURTAIN:] Setting the Stage and Setting

Objectives

With any marketing campaign, properly defining objectives is essential

for success. For publishers of content, the ultimate objective is mone-

tization, which is typically achieved by driving viewership. Where the

content is consumed, however, can range from offline viewing, views on

owned platforms, or views on network platforms like YouTube.

Branded Content and Online Viewing

For publishers creating content with integrated sponsor branding, any

view that can be verified has monetary value. The value increases as

publishers are able to provide additional insights and ongoing engage-

ment with viewers. Because the content is itself the promotional vehicle

these publishers do not need to drive views on a separate ad supported

platform to make revenue. Often, these creators rely on online channels

for wide reach and frictionless sharing, and objectives typically focus on

efficient reach (a large number of impressions, often targeting unique

reach with a large number of individuals) and completed video views.

YouTube has a built in advertising mechanism that creators can use to

drive traffic to their channel and views of their content. Most YouTube

users are not logged-in however, so the insights about the viewers are

not totally accurate and it is difficult to gain a complete understanding

of unique reach / unique impressions as the same person may watch

the video multiple times. YouTube does make it easy to refer viewers

to other online platforms however, with typical strategies beginning

Patented technology for Social Media Advertising 5.

by targeting appropriate viewers on YouTube to drive a view there, and

then using clickable links at the end of videos to direct users to another